Cross-platform duplication below 10% across T20 World Cup campaigns: BARC+Nielsen One Ads
The solution integrates BARC’s linear television data with Nielsen’s digital measurement capabilities across connected TV, mobile and desktop
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Published: Mar 24, 2026 1:14 PM | 1 min read
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JioStar has unveiled findings from BARC | Nielsen One Ads, a cross-screen measurement solution implemented during the ICC Men’s T20 World Cup 2026, demonstrating how integrated television and digital campaigns are delivering incremental reach with minimal audience overlap.
The findings reveal that cross-platform duplication remained under 10% across all campaigns, indicating that television and digital are largely reaching distinct audience groups and delivering incremental reach.
“The ICC Men’s T20 World Cup 2026 has once again demonstrated the power of scale in live sports, and these findings take it a step further by quantifying how that scale translates across screens,” said Anup Govindan, Head of Sales, Sports, JioStar. “With less than 10% duplication, we now have clear, measurable evidence of how integrated planning delivers both efficiency and impact for advertisers. As we look ahead to IPL 2026, this sets a strong foundation for brands to plan with greater confidence, leveraging cross-screen strategies to maximise reach and effectiveness at scale.”
The solution integrates BARC’s linear television data with Nielsen’s digital measurement capabilities across connected TV, mobile and desktop, enabling a single, deduplicated view of campaign reach and frequency.
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